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The men’s makeup brand that’s flying off the shelves in the UK

Men’s makeup brand War Paint for Men is coming to Australia after its unbelievable success in the UK and the USA.

The cult brand launched with a major bang in 2019, selling out within days of arriving at a John Lewis store in the UK. Since then, it has been flying off the shelves in 77 countries. But Australia has not been one of them.

Until now.

Nique online has just announced a deal to exclusively stock War Paint for Men in Australia. The brand says it will also sell the range in-store once lockdowns lift.

War Paint for Men
War Paint for Men is now a cult beauty brand. Credit: War Paint for Men

What is War Paint for Men?

Renowned British entrepreneur Danny Grey created the men’s make-up brand with the backing of influential Dragon’s Den venture capitalists.

Grey was bullied as a child for having large ears and said that experience made him obsess over the way he looked.  At age 15, he started to develop acne and struggled with self-confidence. When he turned to his sister for help,  she gave him a concealer.

“I couldn’t believe how one product could change how I felt so much,” Grey said.

“All we want to do is give men a choice.”

War Paint for Men’s sleek polished black packaging is visually stunning and deliberately masculine.

It includes tinted moisturiser, primer, bronzer, concealer, beard and brow gel and application brushes.

Grey designed the range to be “invisible” so men don’t need complicated artistry to apply.

“War Paint is about easy application and elevated grooming enhance to embrace everyone’s inner, and outer best,” the company said.

Do it for yourself

Grey is adamant that men’s make-up is worn to make men feel better and more comfortable in their own skin.

“My aim has always been to shift the stigma around men walking into a department store and feeling like they’re in a very female-focused area,” the young rich-lister, said.

“Makeup is traditionally seen as a feminine product because the only branding and marketing is for a female audience”.

Known for their minimal style and impeccable details, Nique is extremely selective in its retail partners, choosing War Paint for their shared values and commitment to men’s mental health.

Danny Grey War Paint for Men

Try it out

If you’re new to makeup, or you want to really test out the idea War Paint sells an Ultimate Set for $292). It includes the tinted moisturiser, foundation, concealer, anti-shine powder, bronzer, remover, beard and brow gel, as well as a face sponge, application brush and metal powder brush.

You can also purchase War Paint for Men make-up products separately.

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